Have you ever noticed a few ads display on top of search results when you make a query with a keyword? If so, you must wonder how these ads show up. There may be several companies selling the same kind of product that you have been looking for through your search term, and they all will be in the market, but a few of them will show up.
How does that happen when the user is not exactly searching for them? This is when search retargeting comes in. With this method, you can have your ads shown up on search engine result pages. However, you will need to set a dedicated budget for running ads with this method. In case you do not have enough money, you can take out loans with no guarantor.
What is search retargeting, and how it works?
Search retargeting is the practice of identifying the keyword search behaviour of users and targeting them in your display ads. You will have to choose the keywords that your users type at the time of browsing and that are relevant to your business.
For instance, if you run an ecommerce store of health and fitness supplements, you would like to have your ad displayed when someone searched for weight loss supplements. This lets you connect with those users who are actually interested in buying your products.
However, such ads are not limited to search engine results but include social media ads. For instance, if a user searches for sports shoes, and then they go to Facebook a couple of days later, they can find some companies’ ads.
This happens because those companies run a campaign to retarget those users who are searching for sports shoes. When a user makes a query with a certain keyword, display ads will start appearing on search engine results and social media sites.
This entire process is done with automation. To start this process, you will have to make a list of keywords relevant to your business. You can retarget those keywords that are exact and phrase matching and broad.
Once you have picked keywords for your display ads, you can set up a display advertising campaign. Then the search engine will show those ads to the users who make the query with keywords that you have retargeted in your ad campaign.
The idea of retargeting keywords in display ads is to attract new customers who use the keyword you have retargeted in the display ad to find you.
Do not confuse it with site retargeting
Most of the entrepreneurs use both site retargeting and search retargeting interchangeably, but they are absolutely different. At the same time, search retargeting means targeting search terms that people have used, site retargeting means utilizing cookies to show your ads to those who have visited your website at least once.
Both search retargeting and site retargeting have different functions. The former focuses on attracting new customers while the latter focuses on bring back the ex-visitors to your site. When you use the search targeting method, you attract those customers who were not aware of the fact that your brand does exist.
They will see your ad if they make a query with the targeted keyword whether or not they know your brand. Your users do not need to be familiar with your business. In plain words, you can say that your targeted users are in the awareness phase.
However, when you target the existing customers who have already visited your site, your users are in the purchase zone. So, the big difference between search retargeting and site retargeting is the type of customers you are targeting. Site retargeting also requires a dedicated budget. Make sure that you have already set aside enough money. Otherwise, you can take out loans for everyone.
Why do you invest in search retargeting?
You may think that it is just waste of money, but there are several reasons why you should invest in it.
- It improves brand awareness
Even though you need to have a good amount of money to spend on it, search retargeting is an effective approach to improve brand awareness.
When people look at your display ad when they make a query using the search term you have targeted, they will get to know about your brand.
However, the purpose of brand awareness is solved when those people interact with your ad who have never heard about your company before.
- The number of visitors will increase
One of the greatest benefits of search retargeting is increasing the number of visitors because you target users who are looking to find you using the search terms you have targeted in your display ads.
Of course, when people will get to know about your brand and visit your website, the total number of visitors will grow.
When the number of visitors grows, revenues will also increase because some of them will likely buy your product. Search retargeting makes it successful because you target the intent of searches.
- It ensures a high conversion rate
Search retargeting will boost the traffic to your website, and this will result in more prospects. Although not all of them will make a purchase, some of them will do.
The more people get to know about your presence. The more people will likely purchase your product. These kinds of ads may have a higher conversion than PPC ads.
The bottom line
Search retargeting is crucial if you want to improve brand awareness. When people get to know about your business, they will likely buy your product. As a result, your profits will grow up.
However, you must have a budget to spend on search retargeting. In case of lack of money, you can borrow from a loan lender in the UK. However, make sure that you are able to derive benefits from this campaign.